Advertising and society - Term Paper Example

?Deconstruct an Advertisement There are some advertisements which leave a lasting impact on the minds and hearts of the people. On the same tangent, there is one advertisement that has had a major say in being one of my favorites. This is because it hits the right areas in my heart as it connects with me in more ways than one. I am able to decipher the true meaning of this advertisement through the insight that is available and the knowledge that I have attained over a period of time. I am sure that whosoever comes across this advertisement will have an impact in a significant way. This is the reason why people like me, my friends and the ones who are near and dear to me appreciate the true value of this advertisement, no matter how many times we watch it. This paper will take a keen look at an advertisement that has had an effect like none other, and pay close attention to the basis of semiotic theory – the signs and symbols used, the essence of social phenomenon, and a basic catharsis that is much required for a deep enough meaning that shall be attained regarding the advertisement under consideration. This advertisement which has been made by Japan Ad Council basically outlines how well The Children’s Foundation needs assistance on the part of just about everyone. The message in this advertisement is very loud and if only one can understand what is being said, which is revealed in the ending; then the implied essence is clearly transmitted to the intended audiences of this advertisement. The need is to know where this advertisement is creating the ‘wow’ factor within the people and to what proportions because the ending reveals quite a revelation without a doubt. The empathy element seems to be present within this advertisement so that the viewers can feel for the children who are undergoing differential treatments at the hands of the authorities, and more specifically the school authorities. The empathy element is also predominantly strong since a young one is being denied the right to get educated in his own righteous way. Merely the fact that he is different from others does not give the people the license or tag a child as mentally unsuitable within the domains of the society. This is something that derives a great deal of value for the people and the dimensions of the society. The child under discussion is being treated in a very wrong way and this has a major say in the make-up of this advertisement. The intended message is coming out loud which is much required. The people who will watch this advertisement again and again will feel that its storyline actually remarks their own life journey. They are doing much the same thing because they are not giving the young ones a chance to explore their entireties and reveal what is hidden within them to the maximum possible levels. Now is the time to touch base with the children so that they can become valuable citizens of this world and contribute with their respective talents, skills and abilities that they possess within their folds. However, this is always easier said than actually implemented within the related settings and it is a good idea to find out where the wrongs are coming into the fray and how these could be turned into the positives that are direly needed. As far as the semiotic theory is concerned, there is a pertinent need to find out where the message is making its way through and how the intended audience is being connected. This can easily be seen in the form of an ideology that suggests the assumption of empathy which works to good measure whenever children are used in an advertisement. The children premise is being correctly pointed out because it touches upon quite a few areas which are deemed as necessary to transmit the message in a fair enough manner. The semiotic theory easily mentions how planned a child was in his own thinking regimes, and how he was able to transmit this message through his drawings. The bigger picture could not be envisaged by the elders yet he was able to draw it somehow or the other, in a continuous fashion (Fletcher, 2004). The message that comes along in such a scenario is that the children need to be given room for their eventual growth and development which is taking place across the board. They must be encouraged for who they are and what they can do eventually. This means that their thinking basis should always be appreciated and they must be given the room to find out their hidden talents. Also it is up to the parents and guardians to ascertain how well their ward is faring within life’s different dimensions, and then find out a pathway on which they shall excel in the future. This is important because it dictates a solid message of hope and commitment to reach out to the stars while staying firmly planted on earth. The young ones should always be studied thoroughly because each and every child brings with him a message of innate ability or sheer talent which needs to be tapped properly. Now it is up to the individual under question as to how he seeks a better response as far as the abilities and skills of the children are concerned. One must also keep a look out at the different signs and symbols which children transmit from time to time. This could eventually decide the basis of their future and what they eventually want to do in this world, provided they want to pursue with the skill or talent that they possess in essence. Then again, the role of the parents, teachers and guardians is of utmost essence because they decide what kind of talents are hidden within the children and how these must be discovered goes a long way in shaping up the respective personalities of the children. Hence the semiotic basis of this advertisement is much stronger than one can think of. The reasons have been above-mentioned. The plot of the advertisement is such that it invokes a thought process within the people. The children are able to suggest an ideology which no one else is able to manifest. This is the reason why this advertisement actually touches the right chords and that too for all the correct reasons. It is a fact that children always leave a very lasting impact on the minds of the people and this has been detailed well by the makers of this advertisement. What remains to be seen is the effect that it shall have on the people for which it is intended to be. This implies for their understanding that the children are delivering a message of hope for the changing dimensions of the society. If these children are not encouraged, and speaking from a very semiotic basis, then one cannot expect much from the related ranks. Hence, all out efforts are needed to make sure that the encouragement premise is made all the more solid so that the children are able to give their best in nearly all their life domains. This advertisement conveys pretty much the same thing because the message is very loud and crystal clear. It gives the elders the room to comprehend where they are going wrong and the kind of narrow-mindedness that exists within their entireties when it comes to the children and their educational entities. Since the children have been asked to showcase their righteousness by coming up with a drawing of their own, the main (hero) child draws something which no one is able to decipher (Smetana, 2000). What this involves is the narrow-mindedness on the part of all and sundry as they are unable to fathom what lies in store for them. The child is a genius which is indeed revealed at the very end of the advertisement, and which speaks out loud in such a way that the elders become embarrassed all the same. This is an aspect that needs to be given attention to because it is the basis of finding out where the elders have been wrong and what kind of changes are required within their thinking bases. Thus the plot used within this advertisement suggests that empathy is one element which needs to be seen properly to derive the best possible value for the sake of the children, especially when they are growing up and finding new alternatives. This will invoke a positive interest in who they are and what they want to achieve within their lives once they grow up. The role of the elders is important because it will decide the eventual outcome of this discussion and find out where more positives could be derived and reasons be found to make sure that the children ‘connect’ with their elders in a better and more fruitful way. The communication that is taking place within this advertisement is such that it creates value for the sake of the viewers. This value is manifested in the way they get engaged and involved with the advertisement and then seek answers from the questions posed. Indeed this is a much cherished proposition for any advertiser before he decides to put up an advertisement. The thought provoking element is appreciated because it makes the people think and ask new questions again. The communication hierarchies are always looked upon at with a sense of comprehension because these essentially transfer a message in the most direct way that there could be. The source of the advertisement is indeed the parent body called The Children’s Foundation which is originating the message. The sender is the advertising agency or group which has made the advertisement in the first place. The channel is the medium upon which this advertisement will be run, for e.g. YouTube, the television or any other website on which it is hosted online. The receiver is the audience for which this advertising message was crafted and presented. The destination therefore comprises of the receiver himself as to where he sits and belongs to. The feedback comes about when the receiver gives back to the sender what he has understood through this advertisement and how he will change his course over a period of time with the related advertisement. The communication realms therefore depend a great deal on how the sender and the receiver connect with one another (Guha, 2006). The message is conveyed through an advertisement on the medium that has been chosen in essence. What is even more pertinent to note here is the fact that this communication is taking place in a smooth manner and if there are any hiccups experienced at one of the levels as discussed in the communication theory, then this would mean that noise has essentially sprung up and which would mean that there are serious anomalies that need to be taken care of within the advertising domains. Within this advertisement, communicating with the audience is of utmost essence because it touches upon aspects that are deemed as important for the sake of achieving consistency within the communication that this advertisement actually wants to take place. Since communication always remains a very sensitive topic, it is mandatory to have it in a way that the advertisement feels complete and comprehensive. The need to regulate advertising is immensely needed. This is because advertising will eventually cover all areas of life if it is not doing the same at the present. Advertising essentially takes into consideration the aspects that surround the lives of the people and it would be fair to suggest that it is a complete science in its own right. The regulation can only come in when there are dire efforts to make sure that there are no transgressions on the part of the advertising fraternity. This will be the basis of achieving success within the regulatory bodies, and the organizations that are doing their best to have rules and policies in place to tackle the issues upfront and in a proactive manner. The regulation will always be able to set standards and thus raise the bar as far as performance of work tasks and undertakings is concerned. The regulation premise actually touches upon the grey areas which exist within an advertisement and the ultimate advertising that is taking place on a continuous basis. This is the key towards finding out where regulation will be playing its due part and how this will embody the basis of success within the message that is being sent out to the viewers. What is required here is an understanding and a general empathy on the part of the people to make sure that the regulation comes about easily and without much fuss. It would be the basis of properly discerning where the movers and shakers of advertising are playing their due part and how they are able to garner in confidence, support and trust for all concerned. Indeed advertising is a poisonous social phenomenon that has come about in this day and age. Too many people believe what is being projected through advertising and the manner in which they feel inclined towards it is all the more haunting. They are of the view that whatever is being fed their way through the advertising regimes is essentially correct and has a meaning in one form or the other, which is not acceptable to begin with. What the people need to know is that advertising is just an opinion – perhaps of a group of people who are trying to manifest their point in a singular setting. It must not be taken for a viewpoint of the entire community, clan or nation. The companies which opine that advertising works for them must also comprehend that at times it can work against them. However, this is easier said than actually done. The need is to find out where the anomalies actually lie and what kind of issues must be tackled in order to have a fair enough understanding of the main pointers under the aegis of advertising. The social phenomenon can become a poisonous one when there is a great amount of negativity which is being propagated and that too for all the wrong reasons (Ellis-Barrett, 2007). The people see advertising as being central to their own basis, and hence a social construct which brings them what they would like to see, have and implement within their lives. But this is not always the case because success is never dependent on how good an advertisement is and the kind of effect it will essentially be able to produce. The need is to find out where the exact issues lie and how these can be translated into solid results for one and all, where advertising is being used more and more. Within this advertisement, the focus is on how well the message is being sent across to the intended audience. The child under question is actually conveying the message in a very able way. This is because he is bent upon proving to all and sundry the kind of talent that he possesses and what he can do with the artistic skills that he has. Even though his elders have not been able to find out the kind of intellect he has, they end up sending him to a mental facility where he could be treated upon and his case understood better. The doctors also play their part at determining his exact issue but since this child is too busy drawing something, they lose hope as well. What the doctors and the other elders forget is the fact that they are not looking beyond the picture and just concentrating on what the child is doing. Perhaps if they could have connected the dots and analyzed the drawings themselves, they would not have sent this child to the mental facility. He would have been a better artist in the first place if his talents were recognized and realized by the people around him. Since finding out the talents of the children is not seen as an easy thing to begin with, the attention is usually paid on to other aspects of development like education, healthcare, etc. What the parents and other elders seem to forget is the fact that every child brings a talent of his own which essentially takes care of him when he grows up to become someone unique and who identifies his own self through the skills and talents that he possesses. The need is to understand that the child is always given a room to explore who he is and what he is able to do for the sake of this world through his talent which remains all the more significant (Heinze, 2010). To sum up the discussion, it would be quintessential to suggest here that this advertisement indeed touches upon quite a few aspects – all of which remain embedded within the meaning of providing a general consensus on the hidden talents and skills of the young ones. The role of the society in imagining how well these children are doing and what more needs to be done remains very pivotal. If only the children could determine for their own self their unique philosophy of life and how they will be able to pull it through, their lives would become better significantly well. Having said that it is always important to find out where problems lie within such discussions, and in the wake of this advertisement the need is all the more pertinent to pin down. All said and done, this advertisement speaks one’s own language – a language that comes directly from the heart and touches the right areas to leave an impact that is much needed by people at large. It will essentially be able to become popular within the masses due to its powerful message and thus break the clutter within advertisements which are being made today or have been developed in the earlier times. Works Cited Advertisement Link: http://youtu.be/AIGFr_BzxEQ Guha, Martin. The Cambridge Encyclopedia of Child Development. Reference Reviews, 20(2), 2006 Ellis-Barrett, Louise. From Birth to Five Years: Children's Developmental Progress. Library Review, 56(6), 2007 Fletcher, Winston. The challenge of advertising to children. Young Consumers: Insight and Ideas for Responsible Marketers, 5(2), 2004 Heinze, Timothy. Cue congruency and product involvement effects on generation y attitudes. Research in Consumer Behavior, 12, 2010 Smetana, Judith G. Cultural contexts and developmental processes in adolescent-parent relationships. Advances in Group Processes, 17, 2000 Read More